In early June 2013, China National Garment Association officially released the list of "Top 100 Enterprises in Garment Industry in 2012". The garment industry in recent years attracted much attention to the list, its history can be counted from 1995 onwards, this year is the China National Garment Association for 18 consecutive years released the top 100 industry rankings. Over the past 18 years, "Top 100" has witnessed the development of China's garment industry and the growth path of enterprises. The list of products, respectively, "product sales revenue," "total profit" and "sales profit margin" three indicators to sort, "2012 Top 100 garment industry" List There are 143 companies nationwide list. Reporters found that this year there is a business performance in this list is very eye-catching. It ranked No. 52 in the "Total Profit" list and No. 8 in the "Sales Margin" list. In the "Top 100 Enterprises in the Apparel Industry in 2011" released last year, the company ranked No. 96 in "Total Profit" and No. 17 in "Sales Margin" respectively. In just one year, its "Total Profit" and "Sales Margin" rankings have risen by 44 and 9, respectively, making them a shining star in the 2012 Top 100 Garment Companies list. So in the end what prompted the company in the apparel industry downturn in the market environment so achieved so good results? Today, the reporter with this problem, went into the Jinyuan (International) Garments Co., Ltd. General Manager Mao Jinhua's office. Introduction of Mao Jinhua, Jinyuan (International) Co., Ltd. is the "Golden Court" brand women's investment, as of now, the brand now has nearly a thousand stores in China. In the domestic market homogenization of serious domestic commercial real estate to push up rental costs, the rapid rise of online sales, online shopping penetration rate increased rapidly, a sharp increase in inventory environment, clothing brand pressure, a large number of brands off shop when the tide, Golden Court Store and the overall efficiency is still rapid growth, he summed up the three words to answer the reporter's doubts. fast In recent years, the wealth created by the international fast fashion brands has thrown the heart of the domestic garment industry operators. The three major characteristics of their products, such as "speeding up new products," "parity" and "keeping up with fashion trends," have started the fashion industry in China A large-scale reflection, how to make "fast fashion" to become their own advantages? As a result, the pursuit of "a new fast" began to allow apparel practitioners on the ordering system put forward a variety of questions. However, the difference is that when Jinyuan Company embarked on the road to the brand, Mr. Hong Shaopei, the chairman of the company, carefully studied the popular "Ordering Duty, Supplementing Goods" business model, and found that although this can be expanded Brand advocate quickly enlarge and strengthen the brand business model, but due to the interests of dealers is not enough, there is the distribution of the value chain is unreasonable, easy to produce brand service culture precisely in place difficult to come up with all kinds of business problems. Therefore, for the current status of enterprise resources, Mr. Hong Shaopei, chairman of the company unique to explore a unique scientific distribution, rapid replenishment of King Court "butterfly" commercial profit model. Under the support of this model, Jinyuan managers through pre-market analysis to predict the production, combined with the franchisee actual situation of scientific distribution, reducing the initial investment of franchisees at the same time, greatly reducing operational risk and ensure the franchisee interest. Terminal, giving the brand, full marketing support, the headquarters daily real-time collection of national sales of stores, combined with efficient rapid replenishment system, with efficient return to single led the production and terminal sales linkage chain. "Every day before 18 o'clock OA system to receive all the documents have to be processed, the progress of each work strictly control, because if the treatment is not timely, leading to the next step can not be completed in time, we will use the accountability system Responsible person to make the appropriate accountability "Mao Jinhua said that it is such a strong sense of time, so that Jinyuan from the design to the shelves within 20 days of the supply chain cycle, and this speed, and the international fast fashion brand has been able to phase Comparable. real In the past 10 years, many garment enterprises in order to promote the brand development, moving generous, please speak, paving the way for money in the spotlight and the focus of consumers, the apparel companies previously keen marketing practices, and now has been gradually Marginalization. The diversified group of companies that have been fortunate enough to start their own business are also beginning to shrink their front lines and focus on the main business of apparel. They pay more attention to "Lizi" rather than "face". "From the Jinyuan company's development process and development point of view, we have been steady pace of focus on the development of the women's market, and did not spend heavily requested endorsement, not even generous hit TV ads, more through the store to do Good brand, to achieve multi-win-win situation, create a good reputation, to bring business with business .When you walk into Jinyuan company, very general office buildings and factories, or even make you can not believe that our business has been low-key Developed nearly a thousand stores. "Mao Jinhua explained to reporters. In the eyes of people familiar with Golden Court, their "real" is reflected in the product excellence, from the procurement of fabrics to all aspects of production are strictly in accordance with the relevant standards, to ensure that consumers have a high product Cost-effective, so that consumers buy comfortable, buy rest assured. Therefore, with the expansion of Golden Court, Golden Court also created a large number of loyal consumers. Honest "Integrity falling into the ground, like a mirror broken can not be re-honest." Honesty is the market economy in the need to jointly abide by an important principle, if not honest people can only do business with you next time you dare to find you. "Mao Jinhua said that brand management, such as brand dealers and suppliers like love, you really treat each other, each other will be honest. In order to ensure the interests of its partners, Jinyuan Company has made a stipulation in its internal rules that no matter whether payment is made to suppliers or distributors, it must be strictly implemented according to the contract and there is no reason to default. Otherwise, the relevant responsible persons will be punished. And many brands open hundreds of stores each year, but also a large number of shops is different, Jinyuan sales outlets must be built on the basis of "making money", "there was a friend within the system to find us, the family wants Open a shop Jinyuan, sent by the company after a field visit, where the business district is bound to face losing money after the shop, so did not pass the company review later, the friend's family opened a store with other women's brands, not to Six months off. They called me and regret not listening to our company's advice, but also very much recognized Jinyuan company's professional work and truthfully tell us that we will not go to lose money in the store, one if Dealers opened a money-losing shop, it is easy to cause the local market questioned the profitability of the brand, in addition, if the money is lost, the dealer will not follow us. "Mao Jinhua said that in order to continue the relationship with the dealer Steady, the premise is to protect the dealer to make money, only the more dealers earn more, Jin Court have room for further development, but also has the sustainability. Because of the court of suppliers, distributors integrity, over time into a supplier, dealer loyalty to the brand. Over the years, Jinyuan did not owe a partner with the "debt." In a good reputation, more and more excellent suppliers, distributors and management personnel quickly move closer, joined the cause of the team Jinyuan. Reporter sentiment: Enterprises bigger and stronger, but also need to make a down-to-home mentality, to win partners often accompanied, to serve a good brand of consumers, to be able to gain a foothold in today's apparel industry . Perhaps, next year's list of top 100 companies, we will witness many fast-growing businesses. SUSAN GIFTS CO.,LIMITED , https://www.susangifts.com